Our Client’s Challenge

Across Europe, as in many parts of the world, the risk of heart disease is increased by elevated levels of LDL cholesterol. The World Health Organization says 54% of Europeans are affected— the highest percentage globally.

Our Denmark-based client saw an opportunity to offer a natural alternative to prescription statins, with an EU-approved claim of effectively lowering LDL (“bad”) Cholesterol.

Our Strategic Insight

The product, to be named “Minus Kolesterol” needed a clean and clinical package design to telegraph the medicinal effectiveness of the contents. It should look like a product that has real medical efficacy.

It also, of course, had to be fully in conformance with the EU food labeling regulations and the Food Supplements Directive,

as well as the Nutritional and Health Claims (Regulation [EC] No. 1924/2006) specific requirements for dietary supplements in the European Union.

The product was to be first released in Danish language packaging for the Scandinavian countries, with a view to later expanding into other languages and markets.

Our Solution

We first designed an impactful logo with the brand name in white on a bold red background.

This was paired with a dramatic downward-pointing arrow highlighting the approved claim, prominently displayed on the front of the bottle.

(For those who don’t read Danish, the text in red says, “Lower and Maintain Your Healthy Cholesterol Level” … and the text below it in grey says, “With plant sterols to help you lower your blood cholesterol level quickly and easily.”)

We then created unique icons to graphically illustrate what the product does. These were placed on the back of the box with descriptions of each feature, as an in-store marketing message.

With this design, both the words, and the imagery provide a clear visual message of the benefits to the consumer. 

The Results

In addition to its own eCommerce website, the new product enjoys retail availability throughout Denmark and Scandinavia.

Looking forward, the packaging is slated to be translated to English and French for the Canadian market—where a major North American distributor has already expressed keen interest.